Hello! I’m Sidra 👋

A former management consultant who happily stumbled into UX design — and never looked back.

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Thoughtful, curious, and sometimes mistaken for a therapist. I ask good questions, give it everything I have got, and make things easier (and a little more fun) for everyone involved.

Featured Work

Roam Mate — An AI-powered travel app built for when things go sideways

Pull Your Weight — A beginner-friendly fitness app, revisited two years later

Celeshmet — Digital presence for an authentic Persian restaurant

Flow Society — Redesigned for clarity and instant impact

What clients say

Working with Sidra on our Flow website was a fantastic experience! She brought thoughtful questions to us, which inspired great dialogue within our team, and helped us to more clearly articulate our passion. It was a joy to work with her.

Andrea Solnes

Flow Society Co-founder and Resource Developer

Sidra’s ability to understand and translate our needs into a functional and visually appealing website is excellent. Her training on how to update the website regularly helps me keep our customers informed. Our website is now an asset to our business, attracting new customers and providing a seamless user experience for existing ones.

Behavar Khansari

Owner Celeshmet Restaurant

More about me

In consulting, I worked across government, nonprofits, and oil and gas — helping organizations close the gap between where they were and where they needed to be. UX design turned out to be the same work, just closer to the people living the problem.

I am driven by curiosity, a habit of asking too many questions, and a need to make things easier for people. With a background that helps me see both users and the big-picture business goals, I focus on closing loops, simplifying journeys, and sparking a little joy along the way. What excites me most is the humbling part of research—when real people shift the direction entirely and help me design something better than I first imagined.

I’m driven by curiosity, a habit of asking too many questions, and a need to make things easier for people. With a background that helps me see both users and the big-picture business goals, I focus on closing loops, simplifying journeys, and sparking a little joy along the way. What excites me most is the humbling part of research—when real people shift the direction entirely and help me design something better than I first imagined.

Clients have called me their unpaid therapist (true story). I ask the kind of questions that help people reconnect with what matters, and I bring energy, care, and a genuine sense of fun to every team I join.

Clients have called me their unpaid therapist (true story!). I ask the kind of questions that help people reconnect with what matters, and I bring energy, care, and a genuine sense of fun to every team I join.

Let's Talk!

Whether you are hiring, collaborating, or just creatively curious, I am always up for meaningful work with good people.

Ideas, questions, or dream projects? My inbox is always open.

E-mail

sidraamobin@gmail.com

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